【正文】 as part of purchase consideration is a must as they are more keen to be influenced by wordofmouth, advertising, instore push.n Husbands would be the critical decision maker, who would explore on the technical details of what the product would offer. They are more rationale, tend to find informations through credible mediums (trade journals, etc..) where product offers are more widely searched. 我們在那里 ?n SIEMENS is a well known German international pany.n Most know of SIEMENS within the telemunication / industrial context. Not many people have experience / knowledge of it as a household appliances brand. n The knowledge that SIEMENS is a German pany means product quality is a given : “ I didn’t know SIEMENS produces refrigerators, if they do, I might want to take a look. I think their products should have good technological foundation and excellent craftsmanship.”n The fridge is as good as the freshness of food it stores: “ Keeping the freshness of food better and longer are the most import functions for my fridge”我們往何處走 ?n After seeing our advertising, we want consumers to know that SIEMENS refrigerators are modern in style, technology, and functions。 and that they can be trusted to perform keeping your foods fresh as they should be.n The consumers are attracted by the fine finishing of the fridge, and with outer LCD temperature control panel, it denotes high tech: “SIEMENS refrigerators looks great, and with their German technology, it should be an ideal fridge for my family. I can trust SIEMENS to take care of the freshness of my food.”按紐n The Freshness You Want, When You Open the Doorn Keeping your foods fresh as they should be. n Freshness delivered. by SIEMENS支持點(diǎn)n SIEMENS engineering heritagen Long history German brand in China making contemporary goods with high tech functionsn Recognized quality standardsn Imported pressor, electronic temp. control outer control, and direct cooling technology... See the “9 benefits of SIEMENS Refrigerators” attached必須元素n SIEMENS English Chinese brand namen SIEMENS Household Appliances slogan: 杰出表現(xiàn)，如你所愿。西門子家電Remarkable performance. Just what you want. SIEMENS household appliancesn SIEMENS world wide campaign colored appliances競爭對手媒介分析內(nèi)容n 數(shù)據(jù)來源 SRG Adquestn 涵蓋 62個(gè)城市n 215個(gè)頻道n 149份報(bào)紙n 69個(gè)雜志n 分析內(nèi)容n 整體類別花費(fèi)n 主要對手的花費(fèi) /廣告占有率n 地區(qū)與品牌分布n 季節(jié)性n 媒介運(yùn)用整體類別花費(fèi)n 必須先界定直接與間接競爭對手的分類 ( Coffee vs tea )n 必須要有同時(shí)間的比較n 帶出整體類別的品牌的廣告占有率全國所有媒介+%全國媒介占有率 SOS松下 15%創(chuàng)維 5%高路華 4%飛利浦 5%東芝 5%其他 22%康佳 6%LG 8%索尼 8%三星 9%TCL 10%長虹 3%TCL 6% 東芝 7%康佳 8%飛利浦 8%索尼 9%松下 13%創(chuàng)維 7%高路華 3%其他 26%三星 5%LG 4%長虹 3%全國所有媒介品牌 97 % % 98 % 松下 86,730 % 50,757 % 50,335 % TCL 57,540 % 33,880 % 22,193 % 三星 53,023 % 27,554 % 22,273 % 索尼 47,870 % 19,172 % 35,087 % LG 46,666 % 32,587 % 15,647 % 康佳 36,065 % 21,123 % 31,564 % 東芝 29,843 % 17,960 % 29,953 % 創(chuàng)維 29,652 % 20,556 % 27,589 % 飛利浦 27,115 % 15,624 % 33,933 % 高路華 24,096 % 9,538 % 10,601 % 長虹 19,997 % 16,727 % 13,777 % 海爾 0 % 0 % 5,492 % 其他 155,176 % 94,378 % 126,385 % 總計(jì) 593,776 % 343,129 % 405,560 % 啟示n 同期 1－ 8月比較，全國花費(fèi)只增加 %，如若考慮到 媒介調(diào)價(jià) ，整個(gè)市場沒有很大的增幅n 而且，整個(gè)市場的主要品牌，沒有很大的變動(dòng)n 松下仍維持最高位n 增長幅度較多的是索尼、飛利浦及康佳n 長虹仍維持在 34%的占有率上n 在花費(fèi)沒有很大的增長，競爭激烈的情況下 ,我們更需要的是 : “經(jīng)濟(jì)效益 ”所有品牌所有媒介 地區(qū)分布上海 10% 廣州 5% 北京 8%中央臺 37%上海 9% 廣州 8%北京 11%中央臺 31% 其他 41% 其他 39%廣告占有率 地區(qū)分布 1997品牌 中央臺 北京 廣州 上海 其他 松下 10% 17% 9% 12% 51% TCL 60% 10% 5% 3% 22% 三星 12% 20% 4% 11% 52% 索尼 0% 14% 17% 11% 58% LG 2% 18% 8% 23% 49% 康佳 60% 4% 7% 9% 20% 東芝 3% 20% 11% 11% 55% 創(chuàng)維 44% 3% 17% 3% 33% 飛利浦 42% 9% 9% 7% 33% 高路華 60% 3% 3% 4% 30% 長虹 58% 5% 7% 3% 28% 其他 43% 7% 7% 5% 37% 總計(jì) 31% 11% 8% 9% 41% 廣告占有率 地區(qū)分布 1998品牌 中央臺 北京 廣州 上海 其他 松下 15% 14% 11% 18% 42% 索尼 0% 10% 8% 9% 73% 飛利浦 4% 11% 6% 13% 66% 康佳 55% 3% 6% 7% 29% 東芝 6% 17% 4% 13% 60% 創(chuàng)維 60% 4% 9% 5% 22% 三星 61% 8% 3% 13% 15% TCL 57% 7% 3% 6% 29% LG 37% 14% 3% 12% 34% 高路華 71% 0% 1% 2% 26% 長虹 61% 1% 2% 2% 33% 海爾 43% 19%